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La mobilité du consommateur en magasin : une étude exploratoire de l'influence de l'aménagement spatial sur les stratégies d'appropriation des espaces de grande distribution

Author

Listed:
  • Gaël Bonnin

    (EDHEC - EDHEC Business School)

Abstract

Le modèle d'influence de l'atmosphère (Kotler, 1973; Russel et Mehrabian, 1976), dominant dans la littérature en distribution, présente deux limites : il ne prend pas en compte le processus d'appropriation qui est fondamental dans l'expérience de l'espace et il ne permet de rendre compte du rôle de l'aménagement spatial que de façon incomplète. L'objectif de cet article est d'étudier l'effet de l'aménagement spatial sur les stratégies d'appropriation des consommateurs dans le cas de la grande distribution. Les résultats d'une étude menée dans deux grandes surfaces spécialisées et un hypermarché montrent que deux types d'aménagements spatiaux (espace de divertissement actif et espace fonctionnel) favorisent le développement de deux stratégies d'appropriation (stratégie ludique active et stratégie fonctionnelle).

Suggested Citation

  • Gaël Bonnin, 2003. "La mobilité du consommateur en magasin : une étude exploratoire de l'influence de l'aménagement spatial sur les stratégies d'appropriation des espaces de grande distribution," Post-Print hal-02022740, HAL.
    • Handle: RePEc:hal:journl:hal-02022740
    DOI: 10.1177/076737010301800302
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    Cited by:

    1. Christèle Camelis & Sylvie Llosa, 2011. "Intégrer l'expérience dans la gestion de l'image de la marque de service," Post-Print hal-01822865, HAL.

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